The Market Orientation-Performance Relationship: The Empirical Link in Export Ventures

This study examines the empirical link between three dimensions of market orientation, namely, customer orientation, competitor orientation and interfunctional coordination, and overall export marketing performance in Indonesian export market ventures. The study was based on an empirical investigati...

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Bibliographic Details
Published in:Thunderbird international business review 2014-01, Vol.56 (1), p.97-110
Main Authors: Julian, Craig C., Mohamad, Osman, Ahmed, Zafar U., Sefnedi, S.
Format: Article
Language:English
Subjects:
Economic indicators
Exports
Financial performance
Impact analysis
Indonesia
Indonesians
Investigation
Manufacturing
Market orientation
Marketing
Markets
Regression analysis
Studies
Surveys
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Summary:This study examines the empirical link between three dimensions of market orientation, namely, customer orientation, competitor orientation and interfunctional coordination, and overall export marketing performance in Indonesian export market ventures. The study was based on an empirical investigation of firms involved in exporting to foreign countries from Indonesia. The primary data for the study were collected from a self‐administered mail survey of 877 export market ventures from the manufacturing sector in Indonesia resulting in a sample of 109 usable responses being returned. From the application of the multiple regression analysis it was concluded that all three dimensions of market orientation had a significant impact on export marketing performance when measured via a composite measure of export marketing performance that included economic indicators, strategic indicators, and satisfaction with performance. © 2013 Wiley Periodicals, Inc.
ISSN:1096-4762
1520-6874
DOI:10.1002/tie.21598